Search results for " netnography"
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Treating the crowd fairly: increasing the solvers’ self-selection in idea innovation contests
2020
Abstract The success of idea crowdsourcing contests depends on the wideness of the number of solvers that voluntarily self-select to solve the problem broadcast by the seeker and previous research has started to highlight the role of fairness in the self-selection process of solvers. This study aims at deepening the understanding concerning how fairness can influence the solvers’ self-selection. By applying a netnographic research design, we identify possible unexplored facets of fairness in the crowdsourcing context, i.e., prize award, award guaranteed, and non-blind contest. Theoretically, we drew from the organizational justice and fairness literature to develop hypotheses about how the …
Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector
2022
The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni…